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Demystifying Communication in a Digital World: Social Media 101

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I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).

I recently presented a couple of workshops at Goodwill Industries International's 2009 Summer Learning Event, held annually for its employees. Here's the one on social media (primarily for newbies).


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  • “Yesterday: 2% - 19%. “Ever used”: 8% - 35%.
  • Influence & Engagement.
  • Transcript

    • 1. Demystifying Communication In a Digital World
      Social Media 101
      Shonali Burke, ABC
      Presented at Goodwill Industries International’s
      2009 Summer Learning Event
    • 2. Media Through the Ages
      © Imagesofanthropology.com
      Image: Alibaba.com
      Image: Library of Congress
    • 3. “Modern” Age Milestones
      • 1600s: ads appear in English weeklies
      • 4. June 1836: La Pressefirst to include paid advertising in its pages
      • 5. 20th Century: Women enter the business
      • 6. 1920s: Sponsored programming on radio, carries over to TV in the ’50s
      • 7. 1960s: Creativity and the “USP” enter the game
      • 8. 1980s/90s: MTV makes ads the focus, Internet marketing appears
      • 9. 21st Century: Interactive, contextually relevant ads
    • “Old” Media Trends
      Newspaper circulation 16% (1997-2007)1
      Radio listening 14% over last 10 years2
      Magazine readership 5% over last 5 years3
      OOH spends 7% over last year4
      TV usage at an all-time high: 142:29 hours per month on average5
      Cable TV/Satellite use: more than 65% of US HHs6
      Ad spends 2-3% in 2008 v. 4-8% forecast7
      1Newspaper Association of America 2Arbitron3MRI Fall Studies
      4Outdoor Advertising Association of America 5 6 Nielsen 7NPR Interview with Jack Myers
    • 10. “New” Media Trends
      Average time on Internet: 27 hrs per month1
      86% of employed Americans use the Internet2
      Share of adult Internet users on social networking sites from 8% - 35% (2005-2008)3
      Video consumption on mobile/Internet devices between 2 & 4 hrs per month4
      Internet ad spends 15.2% since last year5
      #1: Search advertising
      #2: Display banners
      #3: Classifieds
      14 Nielsen2 3 Pew Research 5PriceWaterHouse Coopers
    • 11. Public Relations Trends
      Between 1990 & 2001:
      PR sector grew more than 3 times faster than advertising1
      Between 1990 & 2007:
      PR “body count” 44%2
      Advertising “body count” 14%3
      Social marketing is on the rise
      Social media is here to stay
      1 2 3 PRWeek
    • 12. The Millennials Are Here
      Source: Pew Research
    • 13. Image: http://www.flickr.com/photos/matthamm/2945559128/
    • 14. The Shiny New Toy
      Photo: http://www.flickr.com/photos/fsamuels/3323431435/
      Cartoon: http://www.flickr.com/photos/hubspot/3196650975/
    • 15. LinkedIn
    • Facebook
      • Grow “fans”
      • 21. Post regularly
      • 22. Engage
      • 23. Encourage action
      • 24. Causes
      • 25. Integrate Twitter feed, blog posts, Flickr
    • Flickr
    • YouTube
    • 29. Twitter
    • “The More Things Change,
      The More They Stay The Same”
    • 37. Do You Know Your Audience?
    • 38. What Are Your Measurable Objectives?
    • 39. Are Your Communications Integrated?
    • 40. Do You See Communication As A Business Function?
    • 41. Are You Listening?
      Image: Hulag
    • 42. Pledge To End Hunger
      Source: www.pledgetoendhunger.com
    • 43. Courtesy: Scott Henderson
    • 44. Courtesy: Scott Henderson
    • 45. Results
      > 4,600 pledges
      > 19,000 site visitors
      $28K for Share Our Strength (@95% 1st-time donors)
      2,600 members of Facebook Cause
      Courtesy: Scott Henderson
    • 46. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 47. KPIs Business Objectives
      Courtesy: KD Paine & Partners
    • 48. The Seven Basic Steps*
      Identify your audiences
      Define objectives for each audience
      Define your measurement criteria
      Define your benchmark
      Select a measurement tool
      Analyze data, draw actionable conclusions, make recommendations
      Make changes, measure again
      *Measuring Public Relationships, Katie Delahaye Paine
    • 49. Measuring Social Media
      Photo: http://www.flickr.com/photos/base53/3665260292/
      Photo: http://www.flickr.com/photos/goincase/3771760999/
      Influence
      Quality
      Quantity
      Engagement
    • 50. Key Performance Indicators
      Track effectiveness of your program against business objectives
      Sales
      Donations
      Membership
      Web traffic
      Subscribers
    • 51. The Shiny New Toy Is…
      • No longer a toy
      • 52. Here to stay
      • 53. An integral part of 21st century communications
      • 54. What you make of it
      Photo: http://www.flickr.com/photos/fsamuels/3323431435/
    • 55. Questions?
      Photo: http://www.flickr.com/photos/27546063@N03/3717938304/
      You can find me at:
      E-mail: info@shonaliburke.com
      Twitter: http://www.twitter.com/shonali
      Blog: www.WaxingUnLyrical.com
      Web: www.shonaliburke.com
      Skype: sburke15
      Thank you!